The brilliance of it all is that by the end of the video we (the viewer) are no longer appalled! There is no story here; we are not disgusted. The sheer banality and ordinariness of it defuses any and all outrage and criticism. There can be no accusations of sinister plots to dupe an unsuspecting public because – surprise! – we are now in on the magic trick. "See! Now you are complicit in our deception, and you are going to like it."

Dang. Advertising feels so central to our lives these days. Are ads their own type of art? Are they worthy of discussion as such? How much do you think you're convinced by advertisements? Do you still eat McDonald's?